Hand-picked for UK parents, since 2024

The short list of
baby gear that actually
matters.

There are a thousand buggies. You need one. We read the reviews, we tried the things, we asked the mum at baby group who always knows. Then we picked three to five that are genuinely worth your money — and told you honestly what's rubbish about each of them.

Start with baby's age →Tea's on. Let's make this simpler.

Start where your baby is today.

Our whole library is organised by stage, not by brand or category. So you can open one page and find everything for right now.

00The nesting stage
Pre-birthSee essentials →
01The newborn bubble
0–3 monthsSee essentials →
02Hello, little personality
3–6 monthsSee essentials →
03On the move
6–12 monthsSee essentials →
04Tiny explorer
1–2 yearsSee essentials →
05Big kid energy
2–3 yearsSee essentials →

Made by a friend who's
sharing their opinion.

No commission-maximising, no 47-item wish lists. Just three to five picks per category — and the honest reasons we'd skip the rest.

i

Small lists, big opinions

Three to five picks per category, not forty. We sit with each one until we know which we'd actually recommend at 3am in the NCT WhatsApp.

ii

Cons, not just pros

Every product gets an honest 'but also'. The basket is small. It's heavy. It's loud. The things Amazon reviews bury on page four.

iii

UK parents, UK prices

Real Boots, Mamas & Papas, John Lewis links. Written in our own English. Real prices in pounds, without the currency gymnastics.